I was questioning myself whole day why I don't get fans as usually on my whitehat page and why I see that fans go up for few numbers and then down for few and so on... Then I checked a new badge on my site... before this change there was a "become a fan" button that would disappear if user would click on it and become a fan of a page. But new "like" button does not disappear when someone "Liked" (become a fan) a page, it just changes a color. If user is already fan of your page and come to some of content on your site and see fan page badge with "like" on it there is a big chance that he doesn't have idea what's going on with changes on FB pages and if he like the content on your page and see "like" button on facebook badge he would probably think that it's like he is liking something on FB. But when he clicks on it, if he is already your fan, he would actually "unlike" your page and will not be a fan anymore. This is something we should push FB to change as it is very confusing for users and would produce lot of them "unliking" our pages even if they actually don't want to.